JTI Greece expands in the heated tobacco market with a new €300 million investment

  JTI Greece has recently entered the heated tobacco category under the international Ploom brand, a move with major implications for the Greek market. Greece already ranks among the top ten heated tobacco markets, and JTI is optimistic about its prospects, with plans to invest €300 million.

According to Insider, JTI Greece has recently established its position in the heated tobacco category through the international Ploom brand. The company, part of the global tobacco giant Japan Tobacco International, has made a significant impact on the Greek market over the past 43 years through investment, production, exports, and social contribution.

Media reports said Greece has become one of the top ten European markets for the rollout of Ploom, a leading heated tobacco product, marking an important milestone for the company in the country.

Finance Director Babis Thamnidis emphasized: “Ploom is an ambitious premium brand that has achieved strong growth in the Japanese market, currently the world’s fastest-growing heated tobacco category market, and is now gradually expanding across Europe. Ploom targets adult consumers seeking new enjoyment experiences, combining appealing modern design with advanced technology.”

The company will therefore invest up to €300 million, with the plan expected to be completed over the next three years. Mr. Thamnidis explained: “This strategic choice reflects the rapid growth of this category in Greece, while also recognizing JTI’s stable, consistent, and strong investment in our country.”

JTI’s investment in Greece began in 1981, and its success over the years has made it the leading company in the traditional tobacco products sector, as well as the largest direct foreign investor and tobacco manufacturer in northern Greece. In 2018, JTI took over the SEKAP factory in Greece and modernized the facility.

Mr. Babis Thamnidis said: “This new investment reflects the company’s confidence in Greece and also marks successful progress in its economic performance indicators.”